Title
Would the most innovative insurance company in America please stand up.
Coverage
San Francisco, CA:
Publisher
Transamerica Insurance,
Date
1986.
Description
Just one year after Honeywell Corp. created the first magazine pop-up insert ad in Business Week, Transamerica followed suit with an ad of their iconic Pyramid Headquarters building in San Francisco. The ad stands over 8” tall. Over 5 million copies were printed and inserted into the September 8, 1986, issue of Time magazine. Costing $3 million, 35% of Transamerica’s advertising budget, and using 420,000 assembly worker-hours in Latin America, this record-breaking insert was noticed and written about; a Transamerica survey revealed a 90% recall of the ad.
Source
Collection of Ellen G. K. Rubin.